At a time when Google is defending against antitrust investigations on two continents this news is most unwelcome. The shares of all the other major US internet companies are tiny by comparison, though together with Google they control 61 percent of the world’s digital ad spending.

Overall the internet represents only 16 percent of global ad revenue according to ZenithOptimedia. TV, by comparison, is 40.2 percent of all ad expenditures. Hence Google’s interest in building YouTube into a bona fide TV/cable alternative.

ZenithOptimedia says that globally paid search will represent about 49 percent of all online advertising this year.

About The Author

Greg Sterling is a Contributing Editor at Search Engine Land. He writes a personal blog, Screenwerk, about connecting the dots between digital media and real-world consumer behavior. He is also VP of Strategy and Insights for the Local Search Association. Follow him on Twitter or find him at Google+.